Monday, July 20, 2009

Given last year’s posts around the ‘Net on the future of the Leafs fan-base and the challenges of marketing an, ahem, less than successful franchise I thought it was fascinating to note the Leafs’ media partners for this season’s free exhibition game.

The Back Story

The dominant narrative structure out there, if it’s to be believed, suggests that the Leafs’ long-term fan support is threatened by four things: high ticket prices, lack of ticket availability, crappy on-ice product and the changing demographics of Toronto and the GTA.

The first two points are never going to change. High ticket demand enables high prices. So long as the Canadian tax code enables corporations to write-off 50% on every leaf ticket the lower-bowl is going to be full of suits and sushi. Up in the cheap(er) seats, the Leafs’ prices are actually in-line with what the other Canadian franchises are charging. In fact the Leafs purples are cheaper than the Canucks and only $0.50 more than the Oilers’ cheap seats.

But let's not let that get in the way of a good meme.

The hiring of Burke is perhaps the best move the Leafs have made post-lockout and certainly sends the message that ownership and management are committed to winning.

That leaves the changing demographics of the GTA.

One look at the media partners for the unfortunately named Coca-Cola Zero Fans First Game and it’s clear MLSE has realized the importance of reaching out to different communities and nurturing new fans. In addition to the standard bearers Toronto Star and AM640, the Leafs have partnered with: Pavarsi.com, HindiTimes.com, EpochTimes.com, SingTao.ca, elcorreo.ca and RussianExpress.net.

For those of you keeping score at home, that’s two South Asian pubs, two Chinese pubs, a Spanish and a Russian outlet.